新产品定价决策的影响因素分析

摘要

The sales of new product depend on two important factors: one is the engineering variables with pro-duction characteristics, such as the level of reliability; the other one is the market factors, such as price and warranty policy.A higher reliability results in a higher manufacturing cost and higher sale price.Consumers are willing to gain a higher reliability only if the price may be higher.They often judge the level of products reliabili-ty by the information of warranty policy, in order to decide whether to buy or not.Manufacturer increases demand by establishing better warranty strategy, but at the same time bears additional costs.Therefore, with price as the exogenous variable, the paper proposes a model to determine the optimal product reliability and warranty strate-gies which are decision variables, for the maximum benefit.Moreover, when the sensitivity parameters of the dif-ferent variables change, the model will discuss the regulation of the optimal warranties strategy and product relia-bility.Finally, the example analyses the basic characteristics of the revenue function.The conclusion shows that consumers always judge the reliability level of products from the signal of warranty policy , which is significant for selling new products.%新产品的成功销售取决于两个重要的因素：一是具有生产特性的工程变量，比如产品的可靠性水平；一是具有市场特征的影响因素，比如价格和保障机制。为了实现收益，制造商必须认真审视价格、产品可靠性和保障机制的选择。因此，本文将价格作为外生变量，将保障机制与可靠性作为决策变量，建立了以最大化为目标的收益模型，分析可靠性与保障机制的最优策略。另外，探讨当不同变量的敏感性参数发生变化时，最优保障机制与产品可靠性的变化规律。最后，通过算例分析收益函数的基本特性，结论显示消费者总是从产品保障机制的信号中判断产品的可靠性水平，这对新产品销售有一定的借鉴意义。